purpose

The first thing to consider when tackling a new project, whether client or designer, is purpose. What is the goal of the project, and how will you determine if it's been successful? If the client is vague, and doesn't have a clear understanding of the ultimate goal, it's hard for the designer to succeed, and if you aren't satisfied, the designer will get no repeat business.

First, you must consider your audience. Whether the project is print or electronic, you have to ask yourself a few questions:
     Who is going to be viewing it?
     How will they find it?
     What are they looking for?

Many times clients look only outward, from their point of view- "Hey, look at what I am selling!" but not at "What do you need today?" If what you are selling fulfills their need, your job is half done, and if it doesn't, you are wasting time- they are never going to buy anyway. Don't spend money on a fancy website or brochure and fail to consider what the reader is looking for. Software manuals are great at "look at what you can do with this!" but not at "here's how you can…" Large companies spend great amounts of money but don't make it easy to navigate or leave out instructions on how to contact them. Some leave out phone numbers intentionally, but that's for another post…

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